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Northern Tool’s E-Commerce UX

This is a case study of Northern Tool’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Northern Tool’s overall e-commerce UX performance is acceptable. Notably, their UX is hampered by poor On-Site Search, although this is allieviated somewhat by good Product Page.

Northern Tool’s Product Page performance is good. It is especially a state of the art The ‘Buy’ Section, Cross-Sells & Cross-Navigation, and Product Page Layout that helps Northern Tool’s product page UX. Do, however, watch out for their mediocre Shipping, Returns, and Gifting performance.

Northern Tool’s Cart & Checkout performance is mediocre. Notably, Northern Tool’s checkout performance is hampered by mediocre Field Labels & Microcopy and Account Selection & Creation, although this is helped somewhat by state of the art Cross-Sells and good User Interactions & Distractions.

These 15 ‘Homepage’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 15 elements necessary to create a high-performing ‘Homepage’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #237
Adhered High
·
Score: 33.2

Guideline #240
Violated High
·
Score: -23.7

Guideline #242
Issue Resolved
·
Score: 23.7

Guideline #248
Adhered High
·
Score: 23.7

Guideline #235
Adhered Low
·
Score: 7.1

Guideline #238
Neutral
·
Score: 0.0

Guideline #236
Adhered High
·
Score: 14.2

Guideline #246
Not Applicable
·
Score: 0.0

Guideline #249
Neutral
·
Score: 0.0

Guideline #245
Issue Resolved
·
Score: 23.7

Guideline #241
Adhered High
·
Score: 14.2

Guideline #247
Not Applicable
·
Score: 0.0

Guideline #239
Not Applicable
·
Score: 0.0

Guideline #264
Neutral
·
Score: 0.0

Guideline #257
Adhered High
·
Score: 14.2

Category Taxonomy:
14 guidelines
·
Score: 246.3

These 14 ‘Category Taxonomy’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 14 elements necessary to create a high-performing ‘Category Taxonomy’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #253
Violated High
·
Score: -33.2

Guideline #261
Adhered High
·
Score: 23.7

Guideline #263
Adhered High
·
Score: 33.2

Guideline #266
Adhered High
·
Score: 23.7

Guideline #267
Adhered High
·
Score: 33.2

Guideline #268
Adhered High
·
Score: 28.4

Guideline #259
Issue Resolved
·
Score: 37.9

Guideline #282
Adhered High
·
Score: 23.7

Guideline #286
Adhered High
·
Score: 23.7

Guideline #274
Not Applicable
·
Score: 0.0

Guideline #251
Not Applicable
·
Score: 0.0

Guideline #278
Adhered High
·
Score: 18.9

Guideline #277
Issue Resolved
·
Score: 18.9

Guideline #318
Adhered High
·
Score: 14.2

Main Navigation:
16 guidelines
·
Score: 153.9

These 16 ‘Main Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 16 elements necessary to create a high-performing ‘Main Navigation’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #287
Violated High
·
Score: -33.2

Guideline #294
Not Applicable
·
Score: 0.0

Guideline #302
Adhered High
·
Score: 33.2

Guideline #289
Violated Low
·
Score: -11.8

Guideline #288
Adhered High
·
Score: 28.4

Guideline #303
Not Applicable
·
Score: 0.0

Guideline #298
Issue Resolved
·
Score: 28.4

Guideline #291
Adhered High
·
Score: 23.7

Guideline #297
Violated High
·
Score: -18.9

Guideline #256
Issue Resolved
·
Score: 23.7

Guideline #304
Issue Resolved
·
Score: 23.7

Guideline #305
Adhered High
·
Score: 18.9

Guideline #296
Adhered Low
·
Score: 9.5

Guideline #299
Issue Resolved
·
Score: 14.2

Guideline #306
Adhered High
·
Score: 14.2

Guideline #300
Not Applicable
·
Score: 0.0

Intermediary Category Pages:
6 guidelines
·
Score: 47.4

These 6 ‘Intermediary Category Pages’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 6 elements necessary to create a high-performing ‘Intermediary Category Pages’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #307
Adhered High
·
Score: 37.9

Guideline #309
Adhered High
·
Score: 33.2

Guideline #308
Violated High
·
Score: -23.7

Guideline #311
Not Applicable
·
Score: 0.0

Guideline #312
Not Applicable
·
Score: 0.0

Guideline #310
Not Applicable
·
Score: 0.0

Site-Wide Layout:
11 guidelines
·
Score: 116.0

These 11 ‘Site-Wide Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Homepage & Category UX research study, and outline the 11 elements necessary to create a high-performing ‘Site-Wide Layout’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #279
Adhered High
·
Score: 23.7

Guideline #258
Issue Resolved
·
Score: 37.9

Guideline #252
Adhered High
·
Score: 23.7

Guideline #250
Adhered High
·
Score: 18.9

Guideline #293
Neutral
·
Score: 0.0

Guideline #290
Issue Resolved
·
Score: 14.2

Guideline #284
Violated Low
·
Score: -7.1

Guideline #260
Adhered High
·
Score: 14.2

Guideline #255
Violated High
·
Score: -9.5

Guideline #273
Not Applicable
·
Score: 0.0

Guideline #940
Not Applicable
·
Score: 0.0

On-Site Search:
49 guidelines
·
Score: 181.3

Search Query Types:
12 guidelines
·
Score: -43.6

These 12 ‘Search Query Types’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Search Query Types’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #333
Adhered High
·
Score: 53.7

Guideline #334
Violated Low
·
Score: -26.9

Guideline #340
Neutral
·
Score: 0.0

Guideline #335
Violated Low
·
Score: -16.8

Guideline #337
Not Applicable
·
Score: 0.0

Guideline #341
Violated Low
·
Score: -23.5

Guideline #344
Violated Low
·
Score: -23.5

Guideline #399
Violated High
·
Score: -33.6

Guideline #338
Not Applicable
·
Score: 0.0

Guideline #347
Not Applicable
·
Score: 0.0

Guideline #342
Adhered High
·
Score: 26.9

Guideline #398
Not Applicable
·
Score: 0.0

Search Form & Logic:
10 guidelines
·
Score: 134.3

These 10 ‘Search Form & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 10 elements necessary to create a high-performing ‘Search Form & Logic’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #336
Not Applicable
·
Score: 0.0

Guideline #346
Violated High
·
Score: -40.3

Guideline #349
Issue Resolved
·
Score: 33.6

Guideline #407
Adhered High
·
Score: 47.0

Guideline #339
Issue Resolved
·
Score: 33.6

Guideline #343
Not Applicable
·
Score: 0.0

Guideline #351
Adhered High
·
Score: 33.6

Guideline #348
Adhered High
·
Score: 26.9

Guideline #350
Not Applicable
·
Score: 0.0

Guideline #352
Not Applicable
·
Score: 0.0

Search Autocomplete:
7 guidelines
·
Score: 174.6

These 7 ‘Search Autocomplete’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 7 elements necessary to create a high-performing ‘Search Autocomplete’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #359
Adhered High
·
Score: 40.3

Guideline #404
Adhered Low
·
Score: 20.1

Guideline #361
Violated High
·
Score: -20.1

Guideline #356
Issue Resolved
·
Score: 33.6

Guideline #369
Adhered High
·
Score: 40.3

Guideline #368
Adhered High
·
Score: 33.6

Guideline #363
Adhered High
·
Score: 26.9

Results Logic & Guidance:
8 guidelines
·
Score: 178.0

These 8 ‘Results Logic & Guidance’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 8 elements necessary to create a high-performing ‘Results Logic & Guidance’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #358
Adhered Low
·
Score: 23.5

Guideline #362
Adhered High
·
Score: 47.0

Guideline #370
Adhered High
·
Score: 40.3

Guideline #367
Not Applicable
·
Score: 0.0

Guideline #355
Neutral
·
Score: 0.0

Guideline #394
Issue Resolved
·
Score: 33.6

Guideline #365
Issue Resolved
·
Score: 33.6

Guideline #371
Not Applicable
·
Score: 0.0

Results Layout & Filtering:
12 guidelines
·
Score: -261.9

These 12 ‘Results Layout & Filtering’ guidelines are only available in Baymard Premium — they are based on our large-scale On-Site Search UX research study, and outline the 12 elements necessary to create a high-performing ‘Results Layout & Filtering’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #382
Violated High
·
Score: -33.6

Guideline #379
Violated High
·
Score: -53.7

Guideline #386
Violated Low
·
Score: -23.5

Guideline #381
Neutral
·
Score: 0.0

Guideline #377
Violated Low
·
Score: -16.8

Guideline #376
Violated High
·
Score: -53.7

Guideline #403
Violated High
·
Score: -47.0

Guideline #393
Violated High
·
Score: -33.6

Guideline #406
Not Applicable
·
Score: 0.0

Guideline #378
Neutral
·
Score: 0.0

Guideline #401
Not Applicable
·
Score: 0.0

Guideline #402
Not Applicable
·
Score: 0.0

Product Lists & Filtering:
94 guidelines
·
Score: 269.6

List Layout:
7 guidelines
·
Score: 45.8

These 7 ‘List Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 7 elements necessary to create a high-performing ‘List Layout’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #541
Not Applicable
·
Score: 0.0

Guideline #533
Violated High
·
Score: -32.4

Guideline #531
Adhered Low
·
Score: 13.5

Guideline #537
Adhered High
·
Score: 27.0

Guideline #535
Not Applicable
·
Score: 0.0

Guideline #536
Not Applicable
·
Score: 0.0

Guideline #862
Adhered High
·
Score: 37.7

Loading Products:
5 guidelines
·
Score: -16.2

These 5 ‘Loading Products’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Loading Products’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #501
Violated High
·
Score: -32.4

Guideline #502
Adhered Low
·
Score: 16.2

Guideline #503
Violated High
·
Score: -16.2

Guideline #504
Adhered Low
·
Score: 16.2

Guideline #505
Not Applicable
·
Score: 0.0

List Items: Product Info & Thumbnails:
16 guidelines
·
Score: 183.3

These 16 ‘List Items: Product Info & Thumbnails’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 16 elements necessary to create a high-performing ‘List Items: Product Info & Thumbnails’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #440
Adhered Low
·
Score: 21.6

Guideline #421
Not Applicable
·
Score: 0.0

Guideline #443
Adhered High
·
Score: 37.7

Guideline #446
Violated High
·
Score: -32.4

Guideline #422
Adhered High
·
Score: 32.4

Guideline #441
Adhered High
·
Score: 27.0

Guideline #447
Adhered High
·
Score: 16.2

Guideline #444
Not Applicable
·
Score: 0.0

Guideline #455
Not Applicable
·
Score: 0.0

Guideline #445
Adhered High
·
Score: 37.7

Guideline #457
Not Applicable
·
Score: 0.0

Guideline #463
Not Applicable
·
Score: 0.0

Guideline #456
Not Applicable
·
Score: 0.0

Guideline #458
Not Applicable
·
Score: 0.0

Guideline #459
Issue Resolved
·
Score: 21.6

Guideline #462
Adhered High
·
Score: 21.6

List Items: Interface & Hit Areas:
10 guidelines
·
Score: -78.2

These 10 ‘List Items: Interface & Hit Areas’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘List Items: Interface & Hit Areas’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #448
Violated High
·
Score: -37.7

Guideline #528
Not Applicable
·
Score: 0.0

Guideline #452
Adhered High
·
Score: 27.0

Guideline #450
Not Applicable
·
Score: 0.0

Guideline #449
Adhered High
·
Score: 27.0

Guideline #525
Violated High
·
Score: -27.0

Guideline #527
Violated High
·
Score: -27.0

Guideline #529
Violated High
·
Score: -32.4

Guideline #530
Violated Low
·
Score: -8.1

Guideline #526
Not Applicable
·
Score: 0.0

List Items: Personalization:
5 guidelines
·
Score: 2.7

These 5 ‘List Items: Personalization’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘List Items: Personalization’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #480
Violated Low
·
Score: -18.9

Guideline #482
Not Applicable
·
Score: 0.0

Guideline #483
Not Applicable
·
Score: 0.0

Guideline #485
Not Applicable
·
Score: 0.0

Guideline #484
Adhered High
·
Score: 21.6

Filtering: Available Filters:
10 guidelines
·
Score: 21.6

These 10 ‘Filtering: Available Filters’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 10 elements necessary to create a high-performing ‘Filtering: Available Filters’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #409
Violated High
·
Score: -43.1

Guideline #413
Not Applicable
·
Score: 0.0

Guideline #418
Not Applicable
·
Score: 0.0

Guideline #408
Not Applicable
·
Score: 0.0

Guideline #417
Issue Resolved
·
Score: 37.7

Guideline #540
Not Applicable
·
Score: 0.0

Guideline #410
Not Applicable
·
Score: 0.0

Guideline #414
Adhered High
·
Score: 27.0

Guideline #416
Adhered High
·
Score: 27.0

Guideline #415
Violated High
·
Score: -27.0

Filtering: Scope & Logic:
14 guidelines
·
Score: 21.6

These 14 ‘Filtering: Scope & Logic’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 14 elements necessary to create a high-performing ‘Filtering: Scope & Logic’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #424
Violated High
·
Score: -37.7

Guideline #427
Adhered High
·
Score: 37.7

Guideline #433
Violated High
·
Score: -37.7

Guideline #423
Not Applicable
·
Score: 0.0

Guideline #430
Not Applicable
·
Score: 0.0

Guideline #428
Adhered High
·
Score: 21.6

Guideline #432
Not Applicable
·
Score: 0.0

Guideline #429
Adhered High
·
Score: 10.8

Guideline #436
Not Applicable
·
Score: 0.0

Guideline #439
Not Applicable
·
Score: 0.0

Guideline #488
Adhered High
·
Score: 27.0

Guideline #492
Neutral
·
Score: 0.0

Guideline #493
Adhered High
·
Score: 27.0

Guideline #486
Violated High
·
Score: -27.0

Filtering: Interface & Layout:
11 guidelines
·
Score: 59.3

These 11 ‘Filtering: Interface & Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Filtering: Interface & Layout’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #468
Not Applicable
·
Score: 0.0

Guideline #474
Not Applicable
·
Score: 0.0

Guideline #470
Adhered Low
·
Score: 18.9

Guideline #464
Adhered High
·
Score: 27.0

Guideline #467
Adhered High
·
Score: 27.0

Guideline #475
Violated High
·
Score: -27.0

Guideline #479
Adhered Low
·
Score: 13.5

Guideline #476
Not Applicable
·
Score: 0.0

Guideline #465
Issue Resolved
·
Score: 27.0

Guideline #471
Violated High
·
Score: -27.0

Guideline #472
Not Applicable
·
Score: 0.0

Sorting:
11 guidelines
·
Score: 37.7

These 11 ‘Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 11 elements necessary to create a high-performing ‘Sorting’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #510
Adhered Low
·
Score: 21.6

Guideline #511
Violated High
·
Score: -37.7

Guideline #539
Adhered High
·
Score: 21.6

Guideline #514
Adhered High
·
Score: 27.0

Guideline #513
Adhered High
·
Score: 27.0

Guideline #509
Violated High
·
Score: -27.0

Guideline #521
Adhered High
·
Score: 27.0

Guideline #517
Violated High
·
Score: -21.6

Guideline #515
Not Applicable
·
Score: 0.0

Guideline #516
Not Applicable
·
Score: 0.0

Guideline #523
Not Applicable
·
Score: 0.0

Comparison Tool:
5 guidelines
·
Score: -8.1

These 5 ‘Comparison Tool’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Lists & Filtering UX research study, and outline the 5 elements necessary to create a high-performing ‘Comparison Tool’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #495
Adhered High
·
Score: 37.7

Guideline #496
Violated Low
·
Score: -13.5

Guideline #497
Violated High
·
Score: -37.7

Guideline #499
Violated High
·
Score: -16.2

Guideline #498
Adhered High
·
Score: 21.6

Product Page:
95 guidelines
·
Score: 906.1

Product Page Layout:
8 guidelines
·
Score: 96.7

‘State of the Art’

These 8 ‘Product Page Layout’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 8 elements necessary to create a high-performing ‘Product Page Layout’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #751
Not Applicable
·
Score: 0.0

Guideline #753
Not Applicable
·
Score: 0.0

Guideline #758
Adhered High
·
Score: 24.2

Guideline #757
Not Applicable
·
Score: 0.0

Guideline #784
Adhered High
·
Score: 17.3

Guideline #738
Adhered High
·
Score: 20.7

Guideline #766
Adhered High
·
Score: 17.3

Guideline #846
Issue Resolved
·
Score: 17.3

Product Images:
9 guidelines
·
Score: 162.2

‘State of the Art’

These 9 ‘Product Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Images’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #740
Adhered High
·
Score: 27.6

Guideline #741
Adhered High
·
Score: 24.2

Guideline #747
Adhered High
·
Score: 24.2

Guideline #755
Adhered High
·
Score: 17.3

Guideline #744
Adhered High
·
Score: 17.3

Guideline #745
Issue Resolved
·
Score: 17.3

Guideline #752
Not Applicable
·
Score: 0.0

Guideline #854
Issue Resolved
·
Score: 17.3

Guideline #756
Adhered High
·
Score: 17.3

Image Gallery UI:
10 guidelines
·
Score: 100.1

These 10 ‘Image Gallery UI’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 10 elements necessary to create a high-performing ‘Image Gallery UI’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #774
Adhered High
·
Score: 24.2

Guideline #771
Not Applicable
·
Score: 0.0

Guideline #776
Violated Low
·
Score: -12.1

Guideline #775
Adhered High
·
Score: 20.7

Guideline #779
Adhered High
·
Score: 17.3

Guideline #783
Adhered High
·
Score: 17.3

Guideline #781
Adhered High
·
Score: 17.3

Guideline #773
Adhered Low
·
Score: 5.2

Guideline #778
Not Applicable
·
Score: 0.0

Guideline #777
Adhered High
·
Score: 10.4

Product Video & 360-View:
4 guidelines
·
Score: 20.7

These 4 ‘Product Video & 360-View’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 4 elements necessary to create a high-performing ‘Product Video & 360-View’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #759
Adhered High
·
Score: 17.3

Guideline #770
Adhered High
·
Score: 17.3

Guideline #760
Violated High
·
Score: -13.8

Guideline #761
Not Applicable
·
Score: 0.0

The 'Buy' Section:
9 guidelines
·
Score: 129.4

‘State of the Art’

These 9 ‘The 'Buy' Section’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘The 'Buy' Section’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #791
Adhered High
·
Score: 17.3

Guideline #795
Adhered High
·
Score: 24.2

Guideline #820
Adhered Low
·
Score: 12.1

Guideline #798
Issue Resolved
·
Score: 17.3

Guideline #817
Issue Resolved
·
Score: 17.3

Guideline #792
Adhered High
·
Score: 17.3

Guideline #816
Adhered High
·
Score: 17.3

Guideline #793
Not Applicable
·
Score: 0.0

Guideline #789
Adhered High
·
Score: 6.9

Shipping, Returns, and Gifting:
7 guidelines
·
Score: -1.7

These 7 ‘Shipping, Returns, and Gifting’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Shipping, Returns, and Gifting’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #825
Neutral
·
Score: 0.0

Guideline #826
Not Applicable
·
Score: 0.0

Guideline #803
Violated Low
·
Score: -12.1

Guideline #836
Neutral
·
Score: 0.0

Guideline #804
Not Applicable
·
Score: 0.0

Guideline #802
Adhered High
·
Score: 10.4

Guideline #805
Not Applicable
·
Score: 0.0

Product Variations:
9 guidelines
·
Score: 89.7

These 9 ‘Product Variations’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Product Variations’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #848
Issue Resolved
·
Score: 24.2

Guideline #853
Issue Resolved
·
Score: 17.3

Guideline #849
Issue Resolved
·
Score: 17.3

Guideline #837
Issue Resolved
·
Score: 17.3

Guideline #851
Not Applicable
·
Score: 0.0

Guideline #800
Not Applicable
·
Score: 0.0

Guideline #850
Issue Resolved
·
Score: 6.9

Guideline #852
Not Applicable
·
Score: 0.0

Guideline #856
Issue Resolved
·
Score: 6.9

Product Descriptions:
7 guidelines
·
Score: 117.4

These 7 ‘Product Descriptions’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 7 elements necessary to create a high-performing ‘Product Descriptions’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #841
Adhered High
·
Score: 24.2

Guideline #843
Adhered High
·
Score: 24.2

Guideline #861
Adhered High
·
Score: 17.3

Guideline #860
Adhered High
·
Score: 17.3

Guideline #845
Not Applicable
·
Score: 0.0

Guideline #844
Adhered High
·
Score: 17.3

Guideline #847
Adhered High
·
Score: 17.3

Specifications Sheet:
5 guidelines
·
Score: 5.2

These 5 ‘Specifications Sheet’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Specifications Sheet’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #858
Adhered High
·
Score: 24.2

Guideline #840
Adhered High
·
Score: 17.3

Guideline #835
Violated Low
·
Score: -8.6

Guideline #839
Violated High
·
Score: -17.3

Guideline #857
Violated High
·
Score: -10.4

User Reviews:
13 guidelines
·
Score: -17.3

These 13 ‘User Reviews’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 13 elements necessary to create a high-performing ‘User Reviews’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #739
Adhered High
·
Score: 24.2

Guideline #743
Violated High
·
Score: -24.2

Guideline #750
Violated High
·
Score: -27.6

Guideline #749
Not Applicable
·
Score: 0.0

Guideline #768
Violated High
·
Score: -17.3

Guideline #742
Violated High
·
Score: -17.3

Guideline #748
Adhered High
·
Score: 17.3

Guideline #785
Violated High
·
Score: -17.3

Guideline #767
Adhered High
·
Score: 17.3

Guideline #765
Violated High
·
Score: -17.3

Guideline #746
Adhered High
·
Score: 17.3

Guideline #763
Adhered High
·
Score: 10.4

Guideline #786
Adhered High
·
Score: 17.3

Auxiliary Content:
5 guidelines
·
Score: 62.1

‘State of the Art’

These 5 ‘Auxiliary Content’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 5 elements necessary to create a high-performing ‘Auxiliary Content’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #807
Adhered High
·
Score: 24.2

Guideline #788
Adhered High
·
Score: 20.7

Guideline #787
Adhered High
·
Score: 17.3

Guideline #806
Not Applicable
·
Score: 0.0

Guideline #769
Not Applicable
·
Score: 0.0

Cross-Sells & Cross-Navigation:
9 guidelines
·
Score: 141.5

‘State of the Art’

These 9 ‘Cross-Sells & Cross-Navigation’ guidelines are only available in Baymard Premium — they are based on our large-scale Product Page UX research study, and outline the 9 elements necessary to create a high-performing ‘Cross-Sells & Cross-Navigation’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #810
Adhered High
·
Score: 17.3

Guideline #811
Adhered High
·
Score: 24.2

Guideline #828
Neutral
·
Score: 0.0

Guideline #813
Adhered High
·
Score: 17.3

Guideline #814
Adhered High
·
Score: 17.3

Guideline #812
Adhered High
·
Score: 17.3

Guideline #821
Adhered High
·
Score: 17.3

Guideline #819
Adhered High
·
Score: 20.7

Guideline #827
Adhered High
·
Score: 10.4

Cart & Checkout:
134 guidelines
·
Score: 403.3

Shopping Cart & “Added to Cart” Behavior:
10 guidelines
·
Score: 69.9

These 10 ‘Shopping Cart & “Added to Cart” Behavior’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Shopping Cart & “Added to Cart” Behavior’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #601
Issue Resolved
·
Score: 14.6

Guideline #600
Adhered Low
·
Score: 7.3

Guideline #602
Issue Resolved
·
Score: 14.6

Guideline #603
Issue Resolved
·
Score: 14.6

Guideline #732
Neutral
·
Score: 0.0

Guideline #620
Adhered High
·
Score: 14.6

Guideline #623
Violated High
·
Score: -14.6

Guideline #622
Adhered High
·
Score: 14.6

Guideline #673
Violated Low
·
Score: -7.3

Guideline #624
Adhered High
·
Score: 11.6

Account Selection & Creation:
9 guidelines
·
Score: 1.5

These 9 ‘Account Selection & Creation’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 9 elements necessary to create a high-performing ‘Account Selection & Creation’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #637
Adhered High
·
Score: 20.4

Guideline #652
Adhered High
·
Score: 20.4

Guideline #639
Not Applicable
·
Score: 0.0

Guideline #677
Violated High
·
Score: -20.4

Guideline #638
Violated Low
·
Score: -7.3

Guideline #653
Adhered Low
·
Score: 7.3

Guideline #676
Violated High
·
Score: -14.6

Guideline #665
Not Applicable
·
Score: 0.0

Guideline #640
Violated Low
·
Score: -4.4

Customer & Address Information:
12 guidelines
·
Score: 77.2

These 12 ‘Customer & Address Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 12 elements necessary to create a high-performing ‘Customer & Address Information’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #731
Adhered High
·
Score: 20.4

Guideline #566
Adhered Low
·
Score: 11.6

Guideline #567
Adhered High
·
Score: 20.4

Guideline #565
Issue Resolved
·
Score: 20.4

Guideline #736
Issue Resolved
·
Score: 20.4

Guideline #561
Violated High
·
Score: -14.6

Guideline #558
Adhered High
·
Score: 14.6

Guideline #557
Violated Low
·
Score: -7.3

Guideline #560
Not Applicable
·
Score: 0.0

Guideline #573
Not Applicable
·
Score: 0.0

Guideline #562
Not Applicable
·
Score: 0.0

Guideline #564
Violated High
·
Score: -8.7

Gifting Flow & Features:
5 guidelines
·
Score: 0.0

These 5 ‘Gifting Flow & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Gifting Flow & Features’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #647
Not Applicable
·
Score: 0.0

Guideline #650
Violated High
·
Score: -14.6

Guideline #646
Adhered High
·
Score: 14.6

Guideline #649
Not Applicable
·
Score: 0.0

Guideline #645
Not Applicable
·
Score: 0.0

Shipping & Store Pickup:
11 guidelines
·
Score: 34.9

These 11 ‘Shipping & Store Pickup’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 11 elements necessary to create a high-performing ‘Shipping & Store Pickup’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #544
Adhered High
·
Score: 20.4

Guideline #547
Violated Low
·
Score: -8.7

Guideline #550
Adhered High
·
Score: 14.6

Guideline #543
Adhered High
·
Score: 14.6

Guideline #548
Violated Low
·
Score: -5.8

Guideline #549
Not Applicable
·
Score: 0.0

Guideline #632
Not Applicable
·
Score: 0.0

Guideline #633
Not Applicable
·
Score: 0.0

Guideline #631
Not Applicable
·
Score: 0.0

Guideline #634
Not Applicable
·
Score: 0.0

Guideline #635
Not Applicable
·
Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party):
8 guidelines
·
Score: 32.0

These 8 ‘Payment Flow & Methods (Incl. 3rd-Party)’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Payment Flow & Methods (Incl. 3rd-Party)’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #590
Neutral
·
Score: 0.0

Guideline #671
Adhered Low
·
Score: 8.7

Guideline #617
Not Applicable
·
Score: 0.0

Guideline #615
Not Applicable
·
Score: 0.0

Guideline #616
Not Applicable
·
Score: 0.0

Guideline #672
Adhered High
·
Score: 11.6

Guideline #586
Adhered High
·
Score: 11.6

Guideline #589
Not Applicable
·
Score: 0.0

Credit Card Form:
10 guidelines
·
Score: -84.4

These 10 ‘Credit Card Form’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Credit Card Form’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #582
Violated High
·
Score: -20.4

Guideline #594
Violated High
·
Score: -20.4

Guideline #587
Violated High
·
Score: -20.4

Guideline #583
Violated High
·
Score: -14.6

Guideline #588
Issue Resolved
·
Score: 14.6

Guideline #577
Violated Low
·
Score: -7.3

Guideline #584
Adhered Low
·
Score: 7.3

Guideline #591
Violated High
·
Score: -11.6

Guideline #585
Violated High
·
Score: -8.7

Guideline #664
Violated Low
·
Score: -2.9

Order Review:
5 guidelines
·
Score: -26.2

These 5 ‘Order Review’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 5 elements necessary to create a high-performing ‘Order Review’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #552
Violated High
·
Score: -20.4

Guideline #556
Adhered Low
·
Score: 8.7

Guideline #545
Not Applicable
·
Score: 0.0

Guideline #551
Violated High
·
Score: -14.6

Guideline #553
Not Applicable
·
Score: 0.0

Order Confirmation & E-Mail:
4 guidelines
·
Score: 17.5

These 4 ‘Order Confirmation & E-Mail’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Order Confirmation & E-Mail’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #599
Violated Low
·
Score: -7.3

Guideline #596
Adhered High
·
Score: 11.6

Guideline #598
Adhered Low
·
Score: 4.4

Guideline #597
Adhered High
·
Score: 8.7

Form & Page Design:
10 guidelines
·
Score: 46.6

These 10 ‘Form & Page Design’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Form & Page Design’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #606
Adhered High
·
Score: 14.6

Guideline #611
Violated High
·
Score: -14.6

Guideline #687
Adhered Low
·
Score: 5.8

Guideline #613
Adhered High
·
Score: 8.7

Guideline #607
Adhered High
·
Score: 8.7

Guideline #608
Violated High
·
Score: -8.7

Guideline #730
Violated Low
·
Score: -10.2

Guideline #679
Issue Resolved
·
Score: 20.4

Guideline #668
Adhered Low
·
Score: 7.3

Guideline #733
Adhered High
·
Score: 14.6

User Interactions & Distractions:
10 guidelines
·
Score: 116.5

These 10 ‘User Interactions & Distractions’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘User Interactions & Distractions’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #696
Issue Resolved
·
Score: 20.4

Guideline #707
Adhered High
·
Score: 14.6

Guideline #609
Adhered High
·
Score: 14.6

Guideline #709
Adhered High
·
Score: 14.6

Guideline #726
Issue Resolved
·
Score: 17.5

Guideline #714
Not Applicable
·
Score: 0.0

Guideline #727
Adhered High
·
Score: 20.4

Guideline #713
Adhered High
·
Score: 17.5

Guideline #657
Violated High
·
Score: -8.7

Guideline #699
Adhered High
·
Score: 5.8

Cross-Sells:
4 guidelines
·
Score: 58.2

‘State of the Art’

These 4 ‘Cross-Sells’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 4 elements necessary to create a high-performing ‘Cross-Sells’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #581
Issue Resolved
·
Score: 20.4

Guideline #579
Adhered High
·
Score: 14.6

Guideline #580
Adhered High
·
Score: 14.6

Guideline #578
Adhered High
·
Score: 8.7

Validation Errors & Data Persistence:
10 guidelines
·
Score: -24.8

These 10 ‘Validation Errors & Data Persistence’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 10 elements necessary to create a high-performing ‘Validation Errors & Data Persistence’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #720
Violated High
·
Score: -23.3

Guideline #723
Adhered High
·
Score: 23.3

Guideline #722
Violated Low
·
Score: -10.2

Guideline #719
Violated Low
·
Score: -10.2

Guideline #721
Adhered High
·
Score: 17.5

Guideline #718
Violated High
·
Score: -17.5

Guideline #625
Adhered High
·
Score: 17.5

Guideline #626
Violated High
·
Score: -17.5

Guideline #627
Violated Low
·
Score: -4.4

Guideline #629
Not Applicable
·
Score: 0.0

Field Labels & Microcopy:
7 guidelines
·
Score: 21.8

These 7 ‘Field Labels & Microcopy’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 7 elements necessary to create a high-performing ‘Field Labels & Microcopy’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #686
Violated Low
·
Score: -11.6

Guideline #683
Adhered High
·
Score: 20.4

Guideline #681
Adhered High
·
Score: 14.6

Guideline #685
Violated High
·
Score: -11.6

Guideline #694
Adhered High
·
Score: 14.6

Guideline #690
Not Applicable
·
Score: 0.0

Guideline #689
Violated Low
·
Score: -4.4

Field Design & Features:
8 guidelines
·
Score: 56.8

These 8 ‘Field Design & Features’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Field Design & Features’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #674
Adhered High
·
Score: 20.4

Guideline #659
Adhered High
·
Score: 14.6

Guideline #669
Violated High
·
Score: -14.6

Guideline #660
Adhered High
·
Score: 14.6

Guideline #658
Adhered High
·
Score: 8.7

Guideline #705
Adhered High
·
Score: 8.7

Guideline #670
Violated Low
·
Score: -4.4

Guideline #663
Issue Resolved
·
Score: 8.7

Default Values & Autocompletion:
8 guidelines
·
Score: 26.2

These 8 ‘Default Values & Autocompletion’ guidelines are only available in Baymard Premium — they are based on our large-scale Cart & Checkout UX research study, and outline the 8 elements necessary to create a high-performing ‘Default Values & Autocompletion’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #555
Violated Low
·
Score: -10.2

Guideline #554
Adhered High
·
Score: 17.5

Guideline #568
Issue Resolved
·
Score: 17.5

Guideline #576
Adhered High
·
Score: 14.6

Guideline #572
Not Applicable
·
Score: 0.0

Guideline #734
Violated Low
·
Score: -4.4

Guideline #618
Not Applicable
·
Score: 0.0

Guideline #571
Violated High
·
Score: -8.7

Accounts & Self-Service:
65 guidelines
·
Score: 162.7

Account Drop-Down:
7 guidelines
·
Score: 40.7

These 7 ‘Account Drop-Down’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 7 elements necessary to create a high-performing ‘Account Drop-Down’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #871
Violated High
·
Score: -50.8

Guideline #872
Adhered High
·
Score: 50.8

Guideline #876
Violated High
·
Score: -50.8

Guideline #877
Not Applicable
·
Score: 0.0

Guideline #886
Adhered High
·
Score: 61.0

Guideline #887
Neutral
·
Score: 0.0

Guideline #900
Adhered High
·
Score: 30.5

Account Dashboard:
6 guidelines
·
Score: -45.8

These 6 ‘Account Dashboard’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 6 elements necessary to create a high-performing ‘Account Dashboard’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #863
Not Applicable
·
Score: 0.0

Guideline #865
Violated Low
·
Score: -30.5

Guideline #866
Violated Low
·
Score: -25.4

Guideline #870
Not Applicable
·
Score: 0.0

Guideline #873
Violated High
·
Score: -30.5

Guideline #874
Adhered High
·
Score: 40.7

Account Sign In:
6 guidelines
·
Score: 0.0

These 6 ‘Account Sign In’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 6 elements necessary to create a high-performing ‘Account Sign In’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 13 ‘'Your Account': Addresses, Payments, & Newsletters’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 13 elements necessary to create a high-performing ‘'Your Account': Addresses, Payments, & Newsletters’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #864
Violated Low
·
Score: -30.5

Guideline #888
Adhered High
·
Score: 30.5

Guideline #891
Adhered High
·
Score: 50.8

Guideline #893
Adhered Low
·
Score: 25.4

Guideline #896
Adhered High
·
Score: 30.5

Guideline #902
Violated High
·
Score: -30.5

Guideline #904
Violated High
·
Score: -20.3

Guideline #908
Adhered High
·
Score: 50.8

Guideline #911
Not Applicable
·
Score: 0.0

Guideline #916
Adhered High
·
Score: 50.8

Guideline #917
Violated High
·
Score: -20.3

Guideline #918
Not Applicable
·
Score: 0.0

Guideline #919
Violated High
·
Score: -50.8

Orders & Order Tracking:
14 guidelines
·
Score: 101.7

These 14 ‘Orders & Order Tracking’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 14 elements necessary to create a high-performing ‘Orders & Order Tracking’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #878
Adhered Low
·
Score: 20.3

Guideline #884
Violated High
·
Score: -20.3

Guideline #895
Not Applicable
·
Score: 0.0

Guideline #905
Adhered High
·
Score: 30.5

Guideline #906
Violated Low
·
Score: -25.4

Guideline #907
Adhered High
·
Score: 50.8

Guideline #909
Not Applicable
·
Score: 0.0

Guideline #910
Adhered High
·
Score: 20.3

Guideline #912
Adhered High
·
Score: 30.5

Guideline #913
Adhered High
·
Score: 30.5

Guideline #914
Violated High
·
Score: -50.8

Guideline #915
Adhered High
·
Score: 30.5

Guideline #924
Not Applicable
·
Score: 0.0

Guideline #925
Violated Low
·
Score: -15.3

Order Returns:
11 guidelines
·
Score: -81.3

These 11 ‘Order Returns’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 11 elements necessary to create a high-performing ‘Order Returns’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 8 ‘Account-Wide Navigation, Structure, & Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Accounts & Self-Service UX research study, and outline the 8 elements necessary to create a high-performing ‘Account-Wide Navigation, Structure, & Information’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #875
Not Applicable
·
Score: 0.0

Guideline #880
Adhered High
·
Score: 20.3

Guideline #881
Adhered High
·
Score: 50.8

Guideline #883
Violated Low
·
Score: -35.6

Guideline #885
Not Applicable
·
Score: 0.0

Guideline #892
Violated Low
·
Score: -25.4

Guideline #901
Not Applicable
·
Score: 0.0

Guideline #923
Adhered High
·
Score: 50.8

Mobile E-Commerce:
144 guidelines
·
Score: 539.9

Mobile Homepage, Navigation, & Search:
12 guidelines
·
Score: -59.1

These 12 ‘Mobile Homepage, Navigation, & Search’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 12 elements necessary to create a high-performing ‘Mobile Homepage, Navigation, & Search’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #209
Not Applicable
·
Score: 0.0

Guideline #116
Violated Low
·
Score: -15.8

Guideline #130
Neutral
·
Score: 0.0

Guideline #228
Violated Low
·
Score: -9.9

Guideline #210
Violated High
·
Score: -27.6

Guideline #211
Violated High
·
Score: -31.5

Guideline #229
Adhered High
·
Score: 27.6

Guideline #230
Violated High
·
Score: -27.6

Guideline #203
Violated High
·
Score: -23.6

Guideline #166
Adhered Low
·
Score: 13.8

Guideline #93
Adhered High
·
Score: 15.8

Guideline #91
Adhered High
·
Score: 19.7

Mobile Product Lists:
15 guidelines
·
Score: 92.6

These 15 ‘Mobile Product Lists’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Product Lists’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #90
Adhered Low
·
Score: 15.8

Guideline #89
Adhered High
·
Score: 27.6

Guideline #79
Adhered Low
·
Score: 11.8

Guideline #233
Violated Low
·
Score: -9.9

Guideline #87
Adhered High
·
Score: 19.7

Guideline #76
Adhered High
·
Score: 23.6

Guideline #80
Not Applicable
·
Score: 0.0

Guideline #143
Violated Low
·
Score: -9.9

Guideline #78
Not Applicable
·
Score: 0.0

Guideline #216
Not Applicable
·
Score: 0.0

Guideline #75
Violated High
·
Score: -15.8

Guideline #74
Adhered High
·
Score: 7.9

Guideline #158
Adhered Low
·
Score: 9.9

Guideline #162
Neutral
·
Score: 0.0

Guideline #102
Adhered High
·
Score: 11.8

Mobile Filtering & Sorting:
9 guidelines
·
Score: 41.4

These 9 ‘Mobile Filtering & Sorting’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 9 elements necessary to create a high-performing ‘Mobile Filtering & Sorting’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #212
Neutral
·
Score: 0.0

Guideline #221
Adhered High
·
Score: 27.6

Guideline #215
Violated Low
·
Score: -9.9

Guideline #222
Adhered High
·
Score: 19.7

Guideline #68
Violated High
·
Score: -19.7

Guideline #232
Adhered High
·
Score: 19.7

Guideline #219
Violated Low
·
Score: -7.9

Guideline #213
Neutral
·
Score: 0.0

Guideline #142
Adhered High
·
Score: 11.8

Mobile Product Page Layouts:
6 guidelines
·
Score: 57.1

These 6 ‘Mobile Product Page Layouts’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 6 elements necessary to create a high-performing ‘Mobile Product Page Layouts’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

These 13 ‘Mobile Product Descriptions, Specs, & Images’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 13 elements necessary to create a high-performing ‘Mobile Product Descriptions, Specs, & Images’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #159
Adhered Low
·
Score: 11.8

Guideline #169
Adhered High
·
Score: 15.8

Guideline #77
Adhered High
·
Score: 11.8

Guideline #109
Adhered High
·
Score: 31.5

Guideline #110
Adhered High
·
Score: 27.6

Guideline #113
Adhered High
·
Score: 27.6

Guideline #112
Adhered High
·
Score: 15.8

Guideline #114
Adhered Low
·
Score: 3.9

Guideline #148
Adhered High
·
Score: 27.6

Guideline #133
Adhered High
·
Score: 19.7

Guideline #134
Not Applicable
·
Score: 0.0

Guideline #164
Adhered Low
·
Score: 13.8

Guideline #163
Adhered High
·
Score: 23.6

Mobile Shopping Cart, Cost & Account:
10 guidelines
·
Score: 21.7

These 10 ‘Mobile Shopping Cart, Cost & Account’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 10 elements necessary to create a high-performing ‘Mobile Shopping Cart, Cost & Account’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #208
Adhered Low
·
Score: 9.9

Guideline #140
Adhered Low
·
Score: 5.9

Guideline #104
Adhered Low
·
Score: 15.8

Guideline #103
Not Applicable
·
Score: 0.0

Guideline #107
Not Applicable
·
Score: 0.0

Guideline #106
Not Applicable
·
Score: 0.0

Guideline #127
Adhered Low
·
Score: 9.9

Guideline #179
Adhered High
·
Score: 27.6

Guideline #180
Violated High
·
Score: -27.6

Guideline #185
Violated High
·
Score: -19.7

Mobile Checkout Information:
15 guidelines
·
Score: 51.2

These 15 ‘Mobile Checkout Information’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 15 elements necessary to create a high-performing ‘Mobile Checkout Information’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #120
Not Applicable
·
Score: 0.0

Guideline #108
Adhered High
·
Score: 27.6

Guideline #168
Not Applicable
·
Score: 0.0

Guideline #167
Not Applicable
·
Score: 0.0

Guideline #139
Not Applicable
·
Score: 0.0

Guideline #150
Adhered High
·
Score: 19.7

Guideline #205
Neutral
·
Score: 0.0

Guideline #118
Not Applicable
·
Score: 0.0

Guideline #194
Adhered High
·
Score: 19.7

Guideline #192
Adhered High
·
Score: 7.9

Guideline #196
Violated High
·
Score: -7.9

Guideline #182
Adhered High
·
Score: 11.8

Guideline #193
Violated Low
·
Score: -5.9

Guideline #161
Violated High
·
Score: -15.8

Guideline #191
Violated Low
·
Score: -5.9

Mobile Form Field Usability:
18 guidelines
·
Score: 53.2

These 18 ‘Mobile Form Field Usability’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 18 elements necessary to create a high-performing ‘Mobile Form Field Usability’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #186
Adhered High
·
Score: 27.6

Guideline #190
Adhered High
·
Score: 23.6

Guideline #121
Adhered High
·
Score: 19.7

Guideline #183
Not Applicable
·
Score: 0.0

Guideline #189
Adhered Low
·
Score: 9.9

Guideline #128
Not Applicable
·
Score: 0.0

Guideline #187
Adhered High
·
Score: 7.9

Guideline #165
Adhered Low
·
Score: 3.9

Guideline #181
Not Applicable
·
Score: 0.0

Guideline #197
Not Applicable
·
Score: 0.0

Guideline #155
Violated High
·
Score: -31.5

Guideline #156
Violated High
·
Score: -31.5

Guideline #160
Violated High
·
Score: -27.6

Guideline #157
Issue Resolved
·
Score: 23.6

Guideline #145
Violated Low
·
Score: -11.8

Guideline #171
Adhered High
·
Score: 19.7

Guideline #184
Adhered High
·
Score: 15.8

Guideline #220
Adhered Low
·
Score: 3.9

Touch Keyboards:
5 guidelines
·
Score: 31.5

These 5 ‘Touch Keyboards’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 5 elements necessary to create a high-performing ‘Touch Keyboards’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #71
Violated High
·
Score: -23.6

Guideline #65
Adhered High
·
Score: 23.6

Guideline #69
Adhered High
·
Score: 15.8

Guideline #70
Adhered High
·
Score: 7.9

Guideline #66
Adhered High
·
Score: 7.9

Mobile Validation Errors:
7 guidelines
·
Score: 19.7

These 7 ‘Mobile Validation Errors’ guidelines are only available in Baymard Premium — they are based on our large-scale Mobile E-Commerce UX research study, and outline the 7 elements necessary to create a high-performing ‘Mobile Validation Errors’ implementation.

Premium also shows you why Northern Tool and 59 other top e-commerce sites perform as they do, and allow you to self-audit your own sites to see how your UX performance stacks up against theirs — learn more.

Guideline #119
Adhered High
·
Score: 27.6

Guideline #224
Violated High
·
Score: -31.5

Guideline #226
Violated Low
·
Score: -11.8

Guideline #225
Adhered High
·
Score: 19.7

Guideline #223
Adhered High
·
Score: 15.8

Guideline #227
Not Applicable
·
Score: 0.0

Guideline #175
Not Applicable
·
Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Northern Tool’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

To read each guideline and review your own sites, you’ll need to get full access.